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APPLICATION OF MARKETING CONCEPTS IN THE BANKING INDUSTRY AND IT EFFECT ON CUSTOMER SATISFACTION ( A CASE STUDY OF FIRST BANK)
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Title page                                                                        i     Â
Declaration                                                                     ii
Approval page                                                                 iii
Dedication                                                                      iv
Acknowledgement                                                           v
Abstract                                                                          viii
Table of contents                                                            x
CHAPTER ONE: INTRODUCTION
1.0  Introduction                                                            1
1.1  Background of the study                                         3    Â
1.2  Statement of the study                                            5
1.3  Purpose of the study                                                      7
1.4  Significance of the study                                         9    Â
1.5  Research questions                                                 11
1.6  Statement of Hypothesis                                         12
1.7  Delimitation of the study                                        12
1.8  Definition of terms                                                  13
CHAPTER TWO: LITERATURE REVIEWÂ Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â
2.0  Introduction                                                            16
2.1  Historical Perspective of Research Area                  16
2.2  Review of current Literature                                    18
2.2.1       Marketing Concept                                                22
2.2.2       Contrast Between sales and Marketing Concept     23
2.2.3       An Overview of Nigerian Financial System                      24
2.2.4       Classification of the Nigerian Financial System              25
2.2.5       The Role of Marketing in Nigerian Financial           26
2.2.6       Marketing of Banking Service in Nigeria               27
2.2.7       Application of marketing mix in the Banking Industry  28
2.2.8       Total Quality Management                                      41
2.2.9       Customer Satisfaction                                            46
2.2.10 State of the Banking Industry                                    48
CHAPTER THREE: RESEARCH METHODOLOGY
3.0  Introduction                                                            53
3.1  Area of study                                                           54
3.2  Research design                                                      54
3.3  Population of the study                                           55
3.4  Sample and sampling technique                            55  Â
3.5  Instrument for data collection                                 56
3.6  Administration of the instrument                           58
3.7  Method of data analysis and presentation              58
CHAPTER FOUR
4.0  Introduction                                                            59
4.1  Characteristics of respondents and classification   59
4.2  Data presentation and analysis                                      61
4.3  Answer to research question                                   75
CHAPTER FIVE
5.0  Introduction                                                            78
5.1  Summary                                                                        78
5.2  Conclusion                                                             80
5.3  Recommendations                                                  81
Bibliography                                                           84                  Appendix/Questionnaire                                        86\